For those not familiar with the taglines history: "Zo" stems from "Zo. Nu eerst een Bavaria." which comes from the insight that a beer tastes a lot better after you've done hard work to deserve it, thus: "Now, a Bavaria" as the answer to countless funny ads depicting people doing clever or not-so-hard-work to finally deserve the beer.

In Hugh Hefners case, he first need to keep all his lady friends happy all day. Nice work if you can get it.


about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.